There were many factors that influenced BMW decline of unit sales from 96,000 in 1986 to 53,000 in 1991 in the US market.
The entrance of Japanese manufactures in the US luxury car scenario in 1989 selling reliability with price competitiveness, an old fashioned positioning relating BMW's brand only to luxury/performance business and some economical and political events contributed to a loss of market share and image.
Sales in US declined from 1986 peak of 96,000 units to 53,000 in 1991.
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the sport segment, selling the image of premium price for completely equipped value car
Suggested prices: US 25,900 for the 375ib, US 28,200 for the 375ic, US 48,500 for the 750sb and US 50,900 for the 750sc
A premium discount of 5%, for the "My last car was a BMW".
Keep on supporting, training and increasing the number of exclusive dealers showing a health and customer oriented image.
An extensive media campaign featuring health and well succeed people.